First it was a goldfish dying on dry land. Then it was a rabbit being shot.

Now, former Republican presidential candidate Herman Cain is drawing attention to his views on throwing out the tax system and starting over with his 9-9-9 plan with a new provocative online video showing a farmer being eaten alive by dozens of chickens.

“This is the average American taxpayer feeding big government,” says the narrator of the ad as a farmer feeds chickens.

Before long, the chickens turn on the farmer and all that’s left of him is a bone.

At the bottom of the YouTube video — obtained by The Daily Caller — reads: “The farmer is fine, but the average American taxpayer isn’t!”

In a recent media call, the former Godfather’s Pizza CEO explained the reasoning for producing such violent ads.

“Because it gets your attention,” Cain said. “That’s why.”

“We live in a 24/7 information overload society and if I went out there with namby-pamby ads to drive home a point, nobody would notice,” he said. “So that’s why. Because it’s intended to be provocative.”